A Think with Google piece mentioned, in August 2017, that local searches except ‘near me’ has risen by 150 percent. The searchers were starting to drop other kinds of geo-modifiers, like the zip codes, and from their local search queries together.
Because we cannot always trust a searcher to mention when they are looking for something local, it is important to look at keywords where that intention is understood. But, before optimization is started, it is crucial to understand if Google is useful at the interpretation of implicit local intent, and whether it can be treated differently from explicit intent.
In this report, the STAT search analytics puts the local Google packs under scrutiny to understand the way Google handles varied types of local intent and the elements that work to shape the local SERP mainstay.